Total E-mail Marketing: Maximizing Your Results from Integrated E-Marketing

by Dave Chaffey

E-mail is a powerful marketing communications tool which excels at developing relationships with existing customers and acquiring new customers. This second edition builds on the author’s successful formula, describing a practical approach to e-mail marketing for all marketers looking to exploit its potential or take their e-mail to the next level. Total e-Mail Marketing 2e draws on expertise and latest examples from leading European practitioners to detail practical tips to improve campaign results. Packed with brand new case studies and checklists to get you started or improve on past campaigns, the book covers all aspects of e-mail marketing,

* Planning effective, integrated e-mail campaigns and e-newsletters
* How to rapidly build a quality house list and select the best tools to manage it
* Ethical and legal constraints in a fast-moving sector
* Design and write HTML and text format e-mails for maximum response
* Getting through the SPAM filters to maximize deliverability
* Targeting, personalizing, measuring and improving e-mail campaigns
* Integrating emerging technologies like blogs, RSS and mobile messaging
* Practical dos and don’ts

A vital supplement to the author’s book e-Marketing eXcellence, also in its 2nd editon and co-written with PR Smith, this text is relevant to all marketers – specializing in e-marketing or not – as it offers an integrated campaign perspective and shows how to maximize integrated e-marketing results.

296 pages, Paperback

First published June 29, 1905

About the author

Dr. Dave Chaffey (born 1963) is a prominent British author, digital marketing strategist, and entrepreneur. He is best known as the co-founder of the digital marketing advice platform Smart Insights and the author of several definitive textbooks on internet strategy, including E-Business and E-Commerce Management (now titled Digital Business and E-Commerce Management).

🎓 Early Career and Academic Foundations

Before becoming a central figure in digital marketing education, Chaffey developed his expertise through consulting and academic instruction.

Lecturing: Served as a visiting lecturer on e-business and digital marketing courses at prestigious institutions, including Warwick University, Cranfield School of Management, and the universities of Leeds and Birmingham.
Industry Training: Delivered his first online strategy training course for the Chartered Institute of Marketing (CIM) in 1997 and created his first website in 1998.


📚 Author and Seminal Textbooks

Chaffey has authored five best-selling business and academic books that bridge the gap between academic theory and practical business strategy:

Digital Business and E-Commerce Management: First launched in 2002, this book has become an essential manual for postgraduate digital transformation and MBA students. It focuses on structured approaches to planning, implementing, and assessing e-business operations.
Digital Marketing: Strategy, Implementation and Practice: First published in 2000 as Internet Marketing, this widely translated textbook reached its 9th edition in 2025.
Other Notable Titles: Co-authored Digital Marketing Excellence (with PR Smith) and Total E-mail Marketing.


💻 Entrepreneurship and Smart Insights

In 2010, Chaffey co-founded Smart Insights, an online publisher and learning platform. The site provides templates, actionable advice, and diagnostic toolkits to help businesses audit and improve their digital marketing return on investment (ROI). He served as the platform’s Content Director, guiding its growth to support hundreds of thousands of members globally.

🏆 Recognition and Legacy

Chaffey's contributions have heavily influenced the evolution of internet commerce in Europe:

CIM Guru Status: The Chartered Institute of Marketing recognized him as one of the 50 marketing gurus worldwide who have shaped the future of marketing.
DTI Input: The UK Department of Trade and Industry highlighted him as one of the leading individuals to have shaped the growth of e-commerce and the internet in the UK.